The rise of conversational searches in the pharmaceutical sector

The way users interact with traditional search engines like Google or Bing and AI-powered engines like Gemini or ChatGPT has evolved into a more conversational format. Some of the factors influencing this trend include the rise of AI tools and the widespread use of voice assistants and smart devices.

In this context, and from a digital marketing perspective, you’ve likely heard the acronym SAO (Search Answer Optimization) more frequently. This means focusing content on answering the questions users search for. But before diving into this, let’s understand what these searches look like and what implications they might have when structuring information.

What are conversational searches like?

Traditionally, consumers searched for information about a medicine using simple and direct keywords such as “acetylsalicylic acid,” “headache,” or “painkiller.” Search engines would respond with a list of search results from pharmacies, medical reference websites, or blog articles.

However, the arrival of Generative Artificial Intelligence (AI) tools such as Google’s Gemini has radically changed this search behavior. Users now feel more comfortable formulating conversational searches with complex questions, like: “what is acetylsalicylic acid used for?”

Search engines are increasingly adapting the layout of search results to present information to the user in a clear and concise way.

Reference source: Google Mexico

Data extracted on: June 19, 2025

One of the existing features, the “More questions” section, now provides results using Google AI Overviews, a search functionality powered by generative AI to show direct answers to queries.

Reference source: Google Mexico

Data extracted on: June 19, 2025

The “More questions” or “PAA – People Also Ask” sections perfectly complement the responses generated by generative AI. In this way, Google is integrating Gemini responses more naturally into search results.

GEO-Friendly Content Creation: Implications

This digital context has pushed major pharmaceutical companies to adapt their content strategies to improve visibility and ranking on AI tools such as Gemini, ChatGPT, or Claude.

Here are some key implications to consider when creating content:

• SAO Strategy (Search Answer Optimization) – focus on question-and-answer content that clearly and concisely responds to user queries.
• Video and short-video strategy – complement your content with multimedia resources like infographics or videos/short videos to provide a more visual and effective response.

• New elements to consider – Including statistics, sources, data, and authority plays a key role in how AI interprets and ranks content.
• Content written in natural language – don’t forget the user and write your content in a tone that aligns with how users actually consume information.

Building a proper generative digital footprint

Following these content guidelines is a step toward building a proper generative digital footprint—in other words, how AI tools perceive a person, company, or brand. Every piece of content directly contributes to digital trust and reputation.

Reference source: Gemini

Data extracted on: June 13, 2025

The importance of being a trusted source in the pharmaceutical sector

Becoming a trusted source of information in the pharmaceutical sector is not just a competitive advantage—it’s a necessity. With the growing use of AI tools, the information they display will influence health-related decisions. But why is it important to be a trusted source?

• Provide reliable information about your medications (dosage, usage, contraindications). Clear and concise answers are strategically essential.
• Minimize errors and hallucinations – Generative AI tools may produce inaccurate or incorrect information if not fed with verified data. Make sure to monitor what AI says about your brand or products.
• Strengthen your generative digital footprint and reputation – It’s not enough to appear in AI-generated answers; your brand also needs to be perceived as trustworthy.

By adapting digital strategies to this context, companies won’t just optimize their presence on both traditional and generative search engines—they will also provide users with trustworthy information in a clear and simple way.